Role Of Family In Consumer Decision

Making Process

Made by:Manvika Agrawal

M.B.A 2nd SemesterDepartment Of Management

THE CONSUMER BEHAVIOUR THAT CONSUMERS DISPLAY IN SEARCHING FOR, PURCHASING, USING, EVALUATING, AND DISPOSING OF PRODUCTS AND SERVICES THAT THEY EXPECT WILL SATISFY THEIR NEEDS.

STUDY OF HOW INDIVIDUALS MAKE DECISIONS TO SPEND THEIR AVAILABLE RESOURCES <TIME… MONEY…EFFORT> ON CONSUMPTION RELATED ITEMS.

What Is A CONSUMER BEHAVIOUR

Definition Individuals or groups acquiring, using

and disposing of products, services, ideas, or experiences

Includes search for information and actual purchase

Includes an understanding of consumer thoughts, feelings, and actions

Consumer Decision Making Process

Consumer`s Decision Based on:-

Product Choice

Brand Choice

Dealer Choice

Purchase

Timing

Purchase

Amount

Cultural factors Affective In a Family

What Is A Family? Family : is defined

as a group of two or more people (one of whom is a householder) related by birth, marriage or adoption and residing together

Types of FamilyFamily of Orientation Consist of one’s parents and elders Provides orientation towards Social: Religion, Politics, Economics Emotional: Self Worth, Ambition, Love

and CareFamily of Procreation Consist of one’s spouse and children Most important buying unit in a market

Types of FamilyTraditional Family Types: Married Couple: Simplest type of family consisting of husband and wife Nuclear Family: Consist of Husband Wife and at least one child Extended Family: Consist of a nuclear family with at least one grand parent Joint Family: Blood relatives and their spouses with kids staying togetherNew Modes of Family Blended Family: A family in which either or both partner were previously married Single Parent Family: A family in which only one of the parent is present Unmarried Family: Parents, unmarried, but living together Communal Family: A group of families living together and sharing responsibility

Some Example types Of family

Functions of a Family Provides Economic Well Being Provides Emotional Support Provides Suitable Life Style Provides Social Relationships Provides Morals and Ethical Values Provides Religious Values Provides Interpersonal Skills

Family Life Cycle Stage 1 : Bachelorhood

Few Financial Burdens Fashion and Recreation Oriented

Stage 2: Newly Married Couple Financially better off Highest purchase rate of consumables and durables Romantically inclined

Stage 3 : Parenthood Elementary school stage

Youngest child < 6 years of age Low Liquid Assets High purchase of baby food & baby oriented products

High school stage Youngest child >= 6 years of age Financially better off

College Phase All children still financially dependent High family influence on purchases Major expense on higher education

Family Life Cycle Stage 4: Post Parent Hood

Head of the family in labour force No Dependent Children Expenditure in self development

Stage 5 :Dissolution : Solitary Survivor – II

Single Surviving head of family in labor force Supported by family and friends Have high expendable income Spent on loneliness reducing products and services

Solitary Survivor – II: Single Surviving wife Low levels of income and savings Expenditure on medical products, security, affection

Example of family life cycle

Example of family life cycle

Types Of Family Decision Making

Example of Decision Making

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